The pressure for businesses to continually innovate is intense and, often, hugely stressful. The premise behind Cause a Disturbance is that it doesn’t need to be — anyone can innovate by looking at the things they’re already doing and doing them better, or by getting a more accurate read on what their customers crave and giving it to them.

The title refers to creating ripples in your marketplace before someone else does. The authors are developers of The 90% Rule, a philosophy that “when it comes to introducing successful new innovations you are already 90% of the way there,” doing work you understand. It’s just a matter of figuring out a product enhancement or service improvement that will take your business the next 10% of the way.

The authors say businesses need to look beyond the day-to-day numbers and explore emotional connections to understand the real bond consumers have with their product or service (the actual widget may not be as important as something emotional). Knowing this, and developing an organic corporate strategy to identify “logical next-step opportunities” you can leverage based on what you already do well, makes innovation part of everyday activities and creates a system for turning ideas into acts.

The book’s overuse of inspirational sayings and pull-quotes, however, distract from the message that innovation doesn’t have to be difficult and that great ideas are everywhere.